The Influence Of Customer Relationship Marketing And Service Quality On Loyalty Through Customer Satisfaction At Pt. Bank Pembangunan Daerah Jawa Timur, Tbk.

This research aims to identify the effect of customer relationship marketing and service quality on loyalty through customer satisfaction. The sample for this study was composed of 450 respondents. The data analysis method used is Partial Least Square (PLS) with SmartPLS 4.0 software. The results of this study indicate that 1) customer relationship marketing has a significant effect on satisfaction 2) service wuality has a significant effect on satisfaction 3) customer relationship marketing has a significant effect on loyalty 4) service quality has a significant effect on loyalty 5) satisfaction has a significant effect on loyalty 6) customer relationship marketing has a significant effect on loyalty through satisfaction 7) service quality has a significant effect on loyalty through satisfaction.

Keywords

Customer Relationship Marketing; Service Quality; Loyalty; Customer Satisfaction

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